In the first part of the series, we have talked about the habits that change you as a person. A habit can be a part of our daily routine or it can be a product that we are hooked to. In the Part 1 of the series – How to build habit forming products-what is hooked we did give you a hint of the Hook Model.
A Hook Model is a systematic way to create products that drive customer engagement.
For anyone who cares having maximum reach to their target audience, should learn about the Hook Model in detail.
The Hook Model
Like we discussed in the previous post, with habit comes supercharging growth.
If you are likely to use an app every day, you tell your friends and family about it and recommend them to use as well.
Hooked users become brand evangelists.
The brand doesn’t even pay a penny to these loyal fan base. But, of course brand offers remarkable services and products.
So, how do you become that “Brand” everyone’s raving about? Or
Create something that is so good that it holds your customer without aggressive advertising?
The answer is – The Hook Model.
The habit facts that you learned in the previous post have been creatively summed up to a Hook Model. This Hook Model helps us establish a permanent relationship with the customer that lasts a lifetime.
Here is the Hook Model, as defined by Nir Eyal in his best selling novel – Hooked.
In this article we will learn everything about Triggers.
What are Triggers?
How are Triggers activated?
How designers can trigger the user to take their desirable action?
Just as the name suggests – Triggers are the cues that tell your brain to go into an automatic mode and repeat activities. Triggers can include places, times of day, emotions, and many more.
Before we discuss anything else, we need to learn what exactly triggers are.
Let’s see -
Triggers can be of 2 types.
1. External Triggers:
Understanding External Triggers is no rocket science. They are triggers that tell you what to do. Remarketing and SMS campaigns can be two of the best examples of External Triggers. Other than that, prints ads. are also a great example of external triggers.
The following is an ad. for Coca Cola, that relates “Thirst” with the drink.
This is a way to trigger the user to purchase the drink whenever he/she feels thirsty.
By constantly relating the drink with a natural phenomena (thirst), they are able to grab user’s attention and increase their sales.
Types of External Triggers
- Paid External Triggers
Search engine marketing and marketing campaigns can be an amazing way to let customers know about your services.
Search engine cookies can be tracked to view user activities and then pitch your services according to their interest. E-commerce sites use this technique to attract customers by displaying their ads on different platforms.
Paid triggers are costly but they have huge impact on the sales.
- Earned Triggers
Earned Triggers are free but are unpredictable.
They require investment in the form of time spent on public and media relations.
Press mentions and being featured on the app store are the best examples of earned triggers.
Though the awareness is short lived, earned triggers create a hype and attract customers.
- Relationship Triggers:
Relationship Triggers can be best defined when you are recommended to use a service or app by someone you know.
Relationship triggers are quick and powerful but takes a whole lot of effort for brands to invest in good publicity.
Relationship triggers simply direct to the fact that your product needs to be good (essential it to succeed anyway) and customer oriented. Relationship triggers are the hardest to earn as they only belong to the capability of your service.
- Owned Triggers:
Owned triggers are the ones that are sent to the users once they register on your product. They are a constant reminder giving users a reason to come back on the app.
Facebook uses this clever trick to hook customer to their product. Notifications like these create compulsions in users mind and compels them to go back.
Won’t you like to know what your friends commented on the picture of your new office?
Let’s understand triggers with Rachel’s situation.
Rachel is in her early twenties and studies in one of the most prestigious universities in the country. She is polished and sharp individual who has every ability to learn and excel. and grow her career. Yet, she succumbs to a persistent habit throughout the day. She is compulsively hooked on Social Networks.
This social sharing apps for videos and photos have a great impact on her life. Every now and then she is posting photos of her family, her friends, her dog and herself with innovative captions and endless hashtags.
She loves these apps and use them very often, without realizing the fact that she is hooked on to them.
How did she develop a habit of using these apps? How did these seemingly simple app have such a huge impact on her life?
The answer is simple – She is Triggered to use it.
External Triggers constantly reminds her of her favorite app. She goes back to them as soon as she is notified about any activity on Instagram.
2. Internal Triggers:
To understand Internal Triggers, let’s start with Rachel’s situation this time.
When asked why is she so regular on the app, she replied “I don’t have a problem or anything. I just use it whenever I see something cool. I feel I need to grab it before it’s gone forever.”
Her situation is a real life compulsion for 150 million users.
Here, her compulsion is her Internal Trigger that creates an anxiety of “grab it before it’s gone forever”. So, whenever there is a situation that makes her think is “cool”, the mind triggers to use social network and captures the moment in her camera.
Internal Triggers have stronger impacts as they are embedded in the user’s mind. They become part of their habits and are very easy to evoke.
Why are users Hooked on apps like Instagram?
The functionality of Instagram is so smooth and efficient that it makes sharing easy. It just takes 2 clicks. You can add a status, set the desired filters and press upload. The app functionality is so user friendly that one doesn’t have to go to their respective profiles to check the result. It happens right in front of the user.
Not to mention, the Instagram filters hugely add to the User Experience. And scrolling down to see the best images of your friends triggers you to share as well.
Triggers are important for your app. No matter how great your app is, your customers must know about it. Triggers are an important part of the Hook Model and they are the ultimate beginning of your marketing campaign.
Up Next: Triggers are followed by actions. And actions are taken with the perfect unison of customer behaviour and product motivation. In the next post, we will learn about the user actions and how your product can motivate customer in taking those actions. Stay Tuned!
There is a power in Design. It acquires both heart and mind of the viewer. At ILLUMINZ, we use this power to solve big business problems. Our core strategy is to create a unison of UX and design that does amazingly well for our clients. We love working with companies across the globe. From start-ups to established businesses, we are all prepped to achieve great results for you.
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